graphics garage responsiveaddesign

Director, Ad Operations and Sales Creative

Orange County Register: Newspaper, Magazines, Digital

Catherine Long

• Cross Media Impact – Age, Intention, Technology…

• Media Review – Branding and Direct Response

• Tips on HOW and WHY to design for multiple platforms… Best Practices

TODAY’S TOPICS

• Newspaper

• Direct Mail

• Magazine

• Desktop Web Banners

• Desktop Email / Mobile Email

• Tablet

• Mobile Banners

• Social Media

MEDIA CHANNELS

• Consumers consume content and messaging differently from media to media.

• Your design should change (conceptually) and must change (technology) as its delivered from media to media

IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…


Readwrite.com, 2011

AGE IMPACT ON DIFFERENT MEDIA

• Who is your typical customer?

• Where are you likely to reach them from media?


Pew Research Center, 2011

BRANDING VS DIRECT RESPONSE

BRANDING

• Awareness, message association, brand favorability

DIRECT RESPONSE

• Conversion and purchase

• We advertise to move our products through the purchase funnel

BRANDING VS DIRECT RESPONSSE

Branding

Direct Response

Loyalty

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

REPURCHASE

BRANDING VS DIRECT RESPONSSE

Branding Direct Response

MagazineTablet

Newspaper

Direct Mail

Mobile

Desktop Web

BRANDING VS DIRECT RESPONSE: Design Tool Kit

Branding

• Magazine (Photoshop, In-Design, Illustrator)

• Tablet (html, html5, javascript)

• Desktop Web (html, flash, css)

Direct Response

• Newspaper (Photoshop, InDesign, Illustrator)

• Direct Mail (Photoshop, InDesign, Illustrator)

• Mobile (html 5, javascript)

Best Practices: Newspaper Design – DO!

Category: Direct Response

Other Design Impacts: Technology, age, time of day (time spent)

Design:

• Get Noticed. Attention is everything in newspaper advertising. You need visual impact of photos and images, white space, a distinctive fonts, angles, or whatever it takes to stand out on the page.

• You newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on the page. Be different. (tip: take your designed ad and paste it in the paper)

Basics

• Start with a powerful headline that will attract the reader's eye to your ad.

• Write a concise presentation of your promotion, sale or marketing message.

• Use white space effectively.

• Give your logo and contact info the best placement (bottom right corner)

Best Practices: Newspaper Design – DON’T!

• Too much clutter

• Unclear message

• Errors

• Lack of contact information

Best Practices: Newspaper DesignAd Make Over

Before After

Best Practices: Direct Mail



Design

• More is More

• Provide Multiple Ways to Respond

• Read or Scan Option

• Multiple Calls to Action and an Expiration Date

• Use the power of the P.S.

• Personalization

Source: Jacobs & Clevenger

Best Practices: Direct Mail Samples

Best Practices: Magazine Design

Category: Branding


What Else:

• Engagement: Magazine readers spend an impressive 41 minutes with each issue.

• Trust: 47% of Americans trust ads in magazines and newspapers, ranking higher than TV, radio or the internet.

• Influence: Magazine readers rank #1 and #2 as most influential consumers across multiple product categories.

Source: The Association of Magazine Media Factbook, 2012-2013

Best Practices: Magazine

Source: The Association of Magazine Media Factbook, 2012-2013

Magazines ads can be more subtle and image-driven since readers will take more time to digest the message and will appreciate the respect shown for their intelligence and taste.

A distinctive image should be supported by creative copy, organized so that the reader is visually led first to the most important information, then to the details.

Specifically

One or two striking photos - to show examples of product or service.

One bold headline - that states the main idea.

Clean, organized copy - to get the message across to a well-educated and discerning magazine audience

Best Practices: Magazine Design Ad Make Over

Better Best

Best Practices: Desktop Web Banners

Category: Branding and Direct Response


Rich Media:

• On average, Rich Media with and out Video shows statistically significant lift in all brand metrics studied (except message association)

• Best practices tip: Incorporate user interaction elements to online advertising whenever possible. Adding video is ideal.

Flash:

• Simple flash does show lift in awareness and message association, but other formats can show better results in these categories

• Best practice tip: Make sure your message appears on ALL frames.

Static:

• On Average, GIF/JPG are the strongest at driving message association, perhaps due to static messaging elements

• Best practices tip: Rotate in a static gif with your rich media and flash campaigns.


Animation:

• Animation should interest or communicate rather than annoy

• Don’t require a user to interact with your ad to receive your main message.

• Final frame - this should be able to stand on its own – the entire message should resonate

• Video: Add interactive enhancements – coupons, social sharing

Copy:

• Not too much or too little – two frames of clear copy is ideal.

• Pose a question or initial thought with payoff that stands alone or adds to initial message.

• Appropriate humor

Call to Action:

• Instruct Views to Click Here

• Include a benefit (save, special offer) - Online-only benefit is best

Best Practices: Desktop Web Banners, High Impact

http://www.ocregister.com/?test=slider

Best Practices: Email



What Else:

• Pros: Trackable, Immediate Response, Highly Targeted, Cost Efficient

Things to Consider:

• Clutter, only permission based email will perform, many promotional email end up in spam or junk box

Best Practices Tips:

• Design specifically for email, do NOT simply convert your print ads

• Design specifically for Mobile – email creative is better received on phones – you can use animated gifs. Make sure you design is “responsive” and sizes appropriately on phones

Design Layout Top 3 Checklist

• Important Details “above the fold”• Text portion of email should stand on its own - not

every detail but the core information• All pertinent info should follow an F shape pattern

• F-Shape Design

• Good use of color

• Compelling imagery

• Interesting call outs

• Good placement of offer

Best Practices: Email

Best Practices: Tablet

Category: Branding and Direct Response


What Else:

• Combines the best of print (large format) with the best of digital (interactivity)

Things to Consider:

• Pros: Reach early adopters, very little clutter

• Cons: Much newer medium, ad formats are more technical not as clearly defined but offer exciting promise for interaction and branding


• Design for a “lean back” experience

• Plan to WOW – simple can be okay but remember the audience is sophisticated

• Know your Tech – tablet has very specific technical restrictions and options

Best Practices: Tablet - Samples• Full Page magazine style

• Game Style Interactiion

• Multiple engagement points – buy tickets online, Donate, etc.

• http://creative.freedominteractive.com/clients/ipad/DiscoveryZone/CORP02373

http://creative.freedominteractive.com/clients/ipad/DiscoveryZone/CORP02373



• Full Page magazine style

• Ad “floats” and can be moved by user

• Multiple engagement points – facebook, video, offers, etc.

• Live Link

• http://creative.freedominteractive.com/clients/ipad/kohls/landing/

Best Practices: Tablet - Samples

http://creative.freedominteractive.com/clients/ipad/kohls/landing/


• Full Page magazine style

• Ad “floats” and can be moved by user

• Multiple engagement points – subscribe, buy tickets, video, etc.

• Live Link


Best Practices: Tablet - Samples



Best Practices: Mobile Banners



What Else:

• Pros: very little clutter

• Cons: very small format


• Economy of space – 4 words tops (standard sizes)

• Ideal for loyalty programs, coupons and text offers – can you complete your action with a tap? Can your consumer walk in with the phone to redeem?

• Know your Tech – mobile has very specific technical restrictions and options

Mobile Channels

Best Practices: Mobile Landing Pages and mSites

• Promotional Site for Branding and Direct Response

• Large imagery to create leverage fashion and leverage brand equity

• Multiple engagement points – $5 coupon, social media integration, store locator

• Live Link




Best Practices: Social Media

Social Media

Options: Facebook, Twitter, Linked In, Pinterest

Why?:

• To start conversations about your brand

• Engage with audience

How:

• Start a fan page on Facebook

• Create a twitter account

• Promotions, contests

Best practices tip: Do not start social media programs without a plan to continue or converse.

Best Practices: Social Media Samples

In Conclusion

• Revising your creative for different mediums is critical for ROI

• Use best practices for ALL ad formats for best results

• Use highly effective print mediums as the core of your marketing programs

• Take advantage of lack of clutter in new and exciting mediums such as mobile and social media

• Build your skills or work with local publishers for creative support

graphics garage responsiveaddesign

Technology

direct response tips

newspaper design ad

direct mail category

design impacts

newspaper design dont

direct mail samples

magazine design category

cross media impact age